Yasmin Sewell Brings the Beach to London

BATD ON May 29, 2013 AT 2:01 pm

Oft-papped fashion maven and style consultant, Yasmin Sewell, in collaboration with Paper Mache Tigers, has made an ambitious endeavor to bring the sunny beaches of California to London – in fashion terms of course. The pop-up store titled ‘Beach in the East’ opened in Shoreditch and seeks to bring California-cool inspired fashion and clothing to London. The store features pieces from varied designers like Acne Studios, Eddie Borgo, House of Holland, Thomas Tait, and pieces from other designers that were all personally picked by Sewell.

The store is set in the unique location of an empty swimming pool and decorated to exude the effortless and casually-cool style that is native to the southern California beaches.

Beach in the East pop-up store at Shoreditch

“Everyone would agree that we Londoners suffered one of the most unbearable winters this past year,” said Sewell. “I guess you could say that Beach In The East is really a bit of a tribute to the whole idea of having aspirations…So rather than sitting with our heads filled with these happy ideas, we decided to bring everything we love and associate with California to us in Shoreditch – a totally opposing environment. Undeniably, the one thing that draws us to that whole LA-lifestyle the most is the surf/skate culture and all the associations of a completely liberating sense of freedom that its participants seem to live with.”

And if you can’t make it to the pop-up store in Shoreditch, Sewell’s personal beach-inspired picks will be available online on Farfetch. New, independent designers that have designed pieces exclusively for Sewell’s beach inspired pop-up will be available online for purchase as well. The exclusive pieces include quirky items like polka dotted jeans from House of Holland and Sophia Webster’s pair of flats that feature a palm tree silhouette as the pattern.

Check out the California inspired pop-up store, Beach in the East, at Shoreditch, open until 24 August 2013, or buy the pieces online here at Farfetch. Lower Ground G, 123 Clifton St, EC2A 4LD